After a grand conference, Weilai ES8 blew the clarion call of new vehicle manufacturers to march to the market. On the evening of December 16th, at the launching ceremony of the first NIODay, Li Bin, the founder of Weilai Automobile, supported the release of the audience and put the Weilai Auto Group's "great strokes" in three years' training. Unveiled one by one: 4.4-second acceleration, 100% full aluminum body, Queen's car, artificial intelligence system NOMI, NIOPilot automatic driving assistance system, 3-minute power change, mobile charging, online and offline combination, completely different from the traditional 4S shop NIO House Service Center, NIOAPP One-Click Service System, Battery Leasing Program, etc.
Exceeding the anticipated “dry goods rushâ€, the audience who had doubts before attending the conference heard more and more, and the applause and cheers on the scene to the release of the price went higher than a wave. Some media sources said that there are too many highlights and the titles are not enough. However, one night after the WeChat circle of friends praised the screen, the questioning immediately came. Is there any hidden trouble in the OEM model? Can the new service blueprint depicted be able to land? Is it technically feasible and can investment be maintained? Li Bin, who only slept for two hours after NIODay was released, rushed to the first NIO House in East Xintiandi in Wangfujing, Beijing, the next morning and spent three hours answering questions from various media outlets.
Obviously, Li Bin, who is familiar with the media and knows what the media wants to ask and knows how to deal with, can't use words to dispel all doubts and doubts from the outside world. Some questions still need to be answered with products and services. It will take time to give an answer to whether or not the Weilai Auto's ambitious new road will be able to get through.
Beyond Tesla
For auto-pilots that are nowadays hot, Weilai Motor has introduced the NIOPilot system for automatic assisted driving. Weilai Motors has developed a highly automated power exchange technology. The ES8 live demonstration of the 3 minute automatic replacement technology. In addition, Weilai also prepared Weilai mobile charging vehicle (mobile charging treasure), which can be charged for 10 minutes and traveled for 100 kilometers. By 2020, Weilai plans to build more than 1,100 power stations in the country and put in more than 1,200 mobile charging vehicles.
In addition to fully considering the user's needs in the charging service system, Weilai Automobile's sales and service are not unusual. It completely abandons the traditional 4S shop model and uses NIOHouse and NIOAPP to try a new direct sales model combining online and offline services. According to Li Bin's introduction, NIO House is an offline user service center. Its main function is no longer to sell cars, but is devoted to creating a living community that outputs high-end user experience. It covers topics such as meetings, reading, office work, parties, and parenting. facility.
The Weilai Center will have two operating points in Shanghai and Beijing. By 2018, the Weilai Center will be opened in 10 cities including Shenzhen, Hangzhou, Suzhou and Chengdu. The selected locations are all landmark buildings. With high-end business circle. NIOAPP differs from conventional automobiles in that it is only a smart configuration service APP. Apart from providing services for car owners to buy car cars, NIOAPP also provides information, social services, etc., and is committed to creating an online car owner life service community.
According to Li Bin, benefiting from the mobile Internet, Weilai will also provide owners with a range of derivative services, such as a mobile valet charging system, which can call service personnel on the APP to pick up the car, help with charging or maintenance. Weilai also cooperated with JD.com and SF Express to create a express-to-car service. Users can directly place orders into the car. The courier can directly use the car networking technology to open the trunk to express.
In addition, Weilai also provides lifelong free warranty, lifetime car networking, life-long free live electricity, life-long free roadside assistance four lifetime services. After a series of thoughtful and sincere service introductions, Li Bin finally announced the pricing of the ES8: the basic version of the subsidies before the 448,000 yuan, according to Beijing's standard subsidies after 375,400 yuan. The initial version of the subsidy was 548,000 yuan and the subsidy was 475,400 yuan. In order to make the price closer to the user, Weilai also launched a battery rental program, which means that the car price will be reduced by 100,000 yuan and the monthly rent of 1,280 yuan will be available for use. On this basis, the price of the ES8 Standard Edition was 275,400 yuan after the subsidy, and the initial version was 375,400 yuan. The audience is cheering.
As the first production vehicle model that China's new car manufacturers have launched, the Weilai ES8 has painted a scene completely different from the traditional car purchase and use. “Weilai made everyone see what kind of combination of these two major trends is, and artificial intelligence systems and charging services are more closely related to China’s reality. From this perspective, it’s a good thing that Bitsila is doing. The future-oriented products are of benchmarking significance," said a reporter from the Economic Observer newspaper.
OEM and replacement mode: not sustainable?
However, the outside world still has doubts, especially how to ensure the quality of JAC OEM has always been a big question for Wei. There are many reasons for questioning outside the world. For example, the performance of JAC in the field of passenger vehicles is not outstanding. Its car products have also been on the 3.15 party due to quality problems. As a young start-up company, the cooperation with Jianghuai, an old state-owned enterprise with several decades of history, is surely indispensable, and it is very difficult for Wei Li to commission contractors to manage 100% of their own quality. If there is a quality problem, will the two parties push each other? Moreover, Weilai has signed cooperation with Jianghuai and also cooperated with Changan. The cooperation between the two parties is not exclusive. Will there be any great hidden danger in the event of a change?
In an interview with the media after the Weilai days, Li Bin spent considerable time explaining JAC's foundry work. Li Bin said that no company’s values ​​can cover R&D, manufacturing, and service. It is very difficult for all three to cover. In the interview, he even used his self-deceiving scorn to remind people not to look at people with an old eye: “Everybody knows that I have put the stalk of a baby cow, but it does not mean that I am now soil. People are making progress. JAC is a Business, this thing is good for it, why doesn't it?â€
However, from the perspective of media analysis and feedback from car consumers, OEMs of JAC have always been a weakness of Weilai Motors. To solve doubts, they have to rely on real products. At the press conference as a model that triggered a high degree of attention, it also caused many questions. First, the exchange of points is not new technology, domestic and foreign companies have long tried, Tesla as early as in June 2013 to demonstrate faster than 90 seconds to change the technology. Secondly, and more importantly, the switching mode has been invested heavily. Many domestic companies have planted overhauls in the mode of power exchange. Tesla has tried to stop after it was launched. Better Place, the pioneer of the power exchange technology, has long since withdrawn; Both vehicle design and vehicle safety are demanding.
“Weilai knows whether or not he knows how difficult it is to get a land in a first-tier city. How high is the cost of building a replacement station? How difficult is the replacement technology? Switching mode is staggering and it is difficult to realize profitability. How can an enterprise afford?†Whether it is media interviews or analysis of technology enthusiasts, it is considered that the 3km exchange service circle depicted by Weilai is difficult to achieve.
Weilai's future: Departure or success?
Li Bin said in an interview that the details of the investment and construction standards for the station and how to charge it are not disclosed at present. However, before Weilai Motors decided to do a replacement service, it was after more than one year’s careful consideration that pits others had missed. They have studied it. Weilai is based on the idea of ​​the Internet to change stations, lower input costs and faster network layout.
As for the area of ​​space that the outsider is worried about, will it cause problems such as queuing, and he thinks that some people are worried about the sky. “Where is there so much sales and replacement demand in the early days? We have time to prepare.†Another big question from the outside world is that Weilai’s ambition is huge, whether it is the owner’s service center in a landmark building in the city or not. The change of electricity model and the substitution of other derivative services such as charging require a lot of investment. Although financing has been nearly 20 billion yuan, it is obviously not enough to support its entire business model.
“Weilai is still able to burn money. Each owner’s service center has chosen a landmark location. Each service center has an annual rent of at least tens of millions or even hundreds of millions of yuan. The first conference conference for Weilairi is also investing 80 million yuan. Around, free charging piles, lifetime warranty, and power station, every need needs a lot of investment, and the current profitable space that can be seen is his profitability in the vehicle manufacturing field, which is not high, that is, the traditional car prices. At the 10% level, it is still too early to make money from the exam service. To succeed, you need to continue to burn money and you really need Bitsilia's strong financing capabilities.†An industry observer who declined to be named said to the Economic Observer .
“We are not burning money. We are starting a business and investing. Weilai has 56 investors, both domestic and international companies and investment institutions, so our financial support is very abundant and we can support us to establish such a The service system, and the continual development of R&D, and the upgrading of the entire service system.†Li Bin responded in an interview with questions about whether money and funding support could be supported.
The ES8, which has been built over three years, is an obvious answer to Li Bin and Weilai’s auto team as the first vehicle to produce. It is the answer to the first major test on the constructor’s journey. For the industry, it also has a symbolic significance. As the new vehicle-building force launches the first product to the market, it means that the new vehicle-building force is officially entering the stage of product landing by PPT. Whether its products are subversive, whether it can change the existing "rules of the game" in the automotive industry and open up a new road for the future, the entire industry is highly concerned.
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